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论文编号：	10306
作者编号：	2220160906
上传时间：	2018/12/5 20:25:22
中文题目：	M公司上海市场竞争战略研究
英文题目：	Shanghai Market Competition Strategy Reseach for M Company
指导老师：	周建
中文关键字：	M公司上海市场；实验室纯水仪；竞争战略；差异化
英文关键字：	Shanghai market of M company; Laboratory pure water system; Competition Strategy; Differentiation Strategy
中文摘要：	实验室纯水仪属于科研仪器的一种，被广泛应用于政府实验室、高校科研实验室、企业实验室和临床实验室。实验室纯水仪成功解决了各种实验对于纯水的需求问题，目前国内市场需求增势良好，这就引起了众多企业的积极投入，瓜分市场份额。M公司是国内实验室纯水仪产品的主要供应商之一，近几年来，在激烈的竞争环境下出现销售增长乏力，市场份额下滑的尴尬局面，急需找到一条应对竞争的合适战略途径。基于这一目的，本文以实验室纯水仪上海市场作为研究对象，首先介绍了相关基本概念和观点理论，包括实验室纯水仪、SWOT分析法、五力模型、PEST分析法、企业战略管理、竞争战略和差异化战略等。然后对M公司的外部环境因素进行了分析，包括宏观环境分析，竞争环境分析以及上海市场的外部环境特点。再对M公司的内部环境进行分析，包括M公司的实验室纯水仪业务营销现状分析、内部资源和能力分析。最后，通过在SWOT分析，对几种竞争战略进行可行性分析，并最终选择了差异化战略，提出差异化战略的实施和保障措施。本文在研究过程中主要采用了理论分析法和实地调研法。理论分析法运用了波特理论、外部环境分析理论、战略管理理论和业务层战略理论等。实地调研法收集并分析了M公司近些年来的业务数据，以及主要国内外竞争对手的市场表现、营销策略和业务层战略。通过本文的分析可以得出结论，M公司上海市场实验室纯水仪业务应当采用差异化战略来应对市场竞争，具体包括三个方面：产品差异化、服务差异化和营销方法差异化。由于上海市场占全国市场12%的销售份额，且上海市场成熟度和行业集中度高，所以这一结论给M公司全国市场所应采取的竞争战略提供了重要参考价值。
英文摘要：	Laboratory pure water system belongs to scientific instruments in the laboratory. It is widely applied to government lab、university lab、company lab and clinical lab. Laboratory pure water system successfully meets many experiments’ need for pure water. The market is stably growing. Many vendors for pure water system invest money and energy to get more market share in China. M company is one of the main vendors for pure water system. In recent years, M company is experiencing slower sales growth and market share is decreasing. It is very urgent for M company to find a suitable strategy to deal with competition. The research object on this article is Shanghai market of laboratory pure water system. Firstly, this article introduces some basic concepts and theories such as laboratory pure water system, SWOT analysis, Five Forces Model, PEST analysis, Strategy Management, Competition Strategy and Differentiation Strategy. Secondly, this article analyzes M company’s external environments including macro environment、competition environment and Shanghai Market environment. Thirdly, It analyzes M company’s internal environments including M company’s marketing condition、internal resources and ability. At last, It analyzes several competition strategies’ feasibility by SWOT and selects Differentiation Strategy. Besides, this article puts forward execution and supporting measures for Differentiation Strategy. This article takes theoretical analysis method and practical survey method to do the research. Theoretical analysis includes Porter’s Theory、External Environment Analysis Theory、Strategy Management Theory and Business level Strategy Theory. Practical survey collects and analyzes M company’s business data and its competitors’ business performance、marketing strategy and business level strategy. The conclusion of this article is that M company in Shanghai should deal with competition by differentiation strategy, which includes product differentiation, service differentiation and marketing differentiation. Shanghai market accounts for 12% of national market and has higher maturity of market and broader industry coverage. So this conclusion is an important reference for national competition strategy.
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